HarperCollins, This Dark Endeavour: Augmented Reality app

Dentsu Canada has created a unique augmented reality experience at Indigo, Chapters and Coles bookstores across Canada. Using the newest technology in mobile apps: markerless AR, the installation promotes the release of Kenneth Oppel’s novel, This DarkEndeavour. Participants can also experience a similar augmented reality animation using their webcam at home.

Advertising Agency: Dentsu, Toronto, Canada
Executive Creative Director: Andy Manson
Art Direction: Andy McKay
Writer: Shelly Dwyer
Producers: Cameron Moffat, Dave Medlock
Augmented Reality Development: SplitElement Inc.
Animation: Pyramid Attack
Sound Design: Randy Knott
Audio Production: Grayson Matthews
Published: September 2011


Lawson Hembree's picture
Lawson Hembree
456 pencils

Nice and innovate idea! I can't wait to see more campaigns like this as technology continues to evolve and become commonplace.

Madibaman's picture
101 pencils

The idea's great but I look forward to AR graphics being much better than the cheap looking throwback to the late 80s video game feel it has right now. Personally, the graphics themselves killed the idea completely for me.

dean viii's picture
dean viii
1676 pencils

It's not horrible, but there's no big concept to it.

Ron Burgundy's picture
Ron Burgundy
1636 pencils

I know your looking for idea integration, but I think personally the AR medium is going to be branded experiential driven.

Hellraiser Freak's picture
Hellraiser Freak
23 pencils

It's not too bad, good concept.

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